Other parts of this strategy include a new look and new advertising (with an old song) for Miller High Life and new packaging for Keystone Light (which has moved up to the No. 4 growth brand in Nielsen).

MillerCoors has made some adjustments to the strategy as well, including returning to the original recipes for Icehouse and Milwaukee’s Best Ice.

With Hamm’s, MillerCoors is tapping into the brand’s heritage.

“We have big ambitions for Hamm’s,” Ashley Selman, vice president of brand marketing for economy and emerging brands, said this spring at a MillerCoors distributor meeting. “Our packaging and our marketing feels as if it came from a time capsule, which will resonate with [consumers] who crave the authenticity and heritage that Hamm’s delivers.”